The Community Group Bought Fire In The War Epidemic. 500 Billion What Is The Way Forward For The Market?

Under the epidemic situation, community group buying seems to be unusually hot. This track has always been questioned in the development of these two years. But this outbreak may give you a potential.

　　 First, community group buying under the epidemic situation.

Under the epidemic situation, community group buying began to exert force all over the whole line. Now community group buying is a high load state. We understand that some orders are 5 times larger than before.

And box, Jingdong, BBK, and even the brand Shang Zhou black duck also opened the community group buying mode.

Box horse pilot community group purchase. Under special circumstances, the box horse breaks through the original mode to do community group purchase. Consumers in the "box powder group" list, by the box horse staff before 11 o'clock that night, the next day distribution.

Jingdong seven fresh supermarket, seven fresh life is also launched in the national stores "small seven spell" service. As of February 18th, a total of more than 1000 communities were established, covering more than 1200 communities, covering nearly 500 thousand of the total population. "Xiaoqi group" community group purchase is also through the collection of single distribution, and maintain 24 hours of business.

We learned that, according to the daily situation, seven of the online sales of fresh life accounted for 20%. During the epidemic, online sales accounted for about 45%, more than doubled.

At the end of January, BBK supermarket launched the "small step home" community group buying service, delivering 2 times a day, and some community day orders exceeded one thousand.

Zhou Heiya also announced the opening of online group buying in some areas. This is the emergency rescue of the 1000 shops after they shut down. At present, it has launched the recruitment order for the head of community group purchase in 31 cities across the country.

It can be seen that the mode of community group buying is very useful in this special period.

　　 Two, how far can community group run?

Let's first look at the mainstream mode of community group buying.

Community clusters are based on WeChat applet or WeChat group. It is a new business mode with community as the unit, community as the trading scenario and social relations as the link.

At present, the mainstream mode of community group buying is to set up WeChat group on line, take the real communities in the two or three line cities as the units, recruit community treasure mama, district convenience store manager and express station stationmaster as the leader, and publish the commodity pre-sale and group buying information on WeChat online. After placing the order, the customer will send the goods to the plot in a unified way, and the user will pick up the goods at the next line and complete the transaction. The platform provides brand, technology, supply, logistics, after-sales service and other support.

Compared with the traditional offline stores, the community group purchase eliminates the rent and manpower cost, and sells them by the pre-sale mode. Compared with the traditional electricity suppliers, the community group purchase can go directly to the community from the origin / factory / large transfer warehouse, and the last kilometer is either in charge of the head of the group or by the consumers themselves, which reduces the cost of each performance.

In essence, community group buying is a business channel based on the real LBS community, driven by the C end B terminal. In the whole chain, the head of the regiment plays a very important role. Leader is both a seller and a consumer in the community, and everyone has a trust base in the community.

Most community group purchases are targeted at the fresh industry because of high frequency consumption plus considerable profit margins. But how far can community group buying go?

In the past two years, "community group buying" is both a draught and a challenge.

Food and entertainment, radish, ten neighborhood, neighborhood, and yumiyumi announced that they were getting financing. There were also American family buying vegetables, boxes of box boxes, one metre of fresh life of Bai Guo garden, Suning Su Xiao League, Jingdong's friends shop, wumi's multi point group and so on.

Capital competition is also very hot on this track. Nowadays, the development of community group buying is like the prelude of the "thousand regiment war".

But by the end of last year, many companies had been thundered. For example, the capital chain breakage of the radish radish was bubbling up.

　　 How long will the community group buy and how big will the market be?

From a consumer perspective, Accenture's previous consumer insight report shows that in social applications, shoppers are more likely to be stimulated by shoppers' sharing stimuli, while impulse buying accounts for more than 40% of consumers.

Data show that the domestic scale of e-commerce users is expected to reach 400 million by 2020.

So there is still room for market.

However, we have observed that community group buying companies make very little profit, mostly in deficit or even huge losses. This track we expect this year or shuffle, the remaining players should be backed by sufficient capital flow of the company. From the perspective of market demand, this subdivision track has market, but we think it will be a supplementary channel for big players.